Mercado Bitcoin Adopts Invisible Blockchain Strategy to Create Financial Super App in Brazil

Mercado Bitcoin, Brazil's leading cryptocurrency exchange, is transforming into a comprehensive financial platform after 12 years of operation. The company is shifting focus from traditional crypto trading to integrated financial services including PIX payments, digital fixed income, and streamlined remittances. According to Daniel Cunha, Head of Corporate Development at Mercado Bitcoin, the platform aims to become Brazilians' primary financial management application. The strategy centers on creating a financial hub that seamlessly integrates traditional finance with blockchain technology, making the underlying technology invisible to end-users. "The revolution occurs when the protocol disappears," Cunha stated. "Customers don't want blockchain terminology - they want clear information about rates, risks, and maturity dates." This approach has led the company to replace technical terms like "tokenization" with more accessible language such as "digital fixed income." Mercado Bitcoin's key blockchain-based products focus on tokenized private credit, targeting an underserved market in Brazil. The platform has seen significant growth since adopting user-friendly terminology, with tokenized real-world assets now representing 20% of custodial assets, up from nearly zero recently. While crypto trading currently generates approximately 60% of revenue (down from 95% at its peak), the company expects this to drop below 30% as new services expand. Mercado Bitcoin is also expanding internationally with operations in Portugal and institutional channels in the United States. The company projects surpassing 3 billion reais ($563 million) in tokenized credit issuance by year-end, positioning itself alongside global super app trends seen in platforms like Coinbase, Revolut, and Paytm.